FULL KNOWLEDGE ABOUT EMAIL MARKETING

The online business aspect of the organization starts from Digital

Marketing.

Let me firstly explain what brought about Digital Marketing

explanation.

There are different kinds of online business we can do:

Talking about:

1) Online trading e.g Forex

2) Affiliate business (commission based)

3) Ecommerce business

4) Freelancing and so on…

But the one we venture into in our online business is the

Freelancing business.

Why?

Because this requires no money (investment) to start unlike other

businesses like affiliate and ecommerce that will require you to
have a website before you can start it.
In freelancing, you only need the tools : A PC (Laptop), your
mobile device and internet connection.

Who is A Freelancer?

Freelancer is a self-employed person who offers various digital

services often to multiple clients at once.

Now, what are the services we offer here in our organization:

We have:

1. Digital Marketing

i) Email Marketing

ii)Social Media Marketing

iii)Video Marketing

iv) SEO

v) SEM

vi) Content Marketing

vii) Business Plan

viii) Resume writing and other writing and translation services

2. Website Design
3. Graphics Design

4. Video Editing

5. Basics of Mobile App development

6. ChatBots

7. Ecommerce Development

Basics of Game development

But we start with email marketing, why because email marketing

is the fundamental service which has a lot of terms in other
services.

EMAIL MARKETING

Now let’s break it down.

E- Means Electronics

Mail - means Message

Now ​marketing?

In our school days (elementary or middle), they say.. Marketing

simply means buying and selling of goods and services.
But we define it as:

Marketing means showing or displaying of our products or

services to people in order to convince them to buy from us or use
our service.

What is Email marketing?

Email Marketing means showing or displaying (advertising) of our

products or services to people in order to convince them to buy
from us using electronics means.

Note that: USING ELECTRONICS MEANS

What is the electronics means?

Electronics means we’re talking about are the gadgets we use to

reach people and share them information.

We have various ones e.g:

1. The Television, is an electronics gadget

2. Radio
3. Mobile phone

4. Fax machine

5. Computer and so on…

These are the ways we can use to reach people from various part
of the world/location via electronics means.

How email marketing works?

Email marketing works by creating content (message) analyzing

the benefits of your offer to people and sending it to them via their
email lists.

I mean, you reach lots of people via their email addresses. Those
who have interest will visit and those who doesn’t will not.

Let’s give an example, someone is selling shoes at your nearest

junction. The person know you as an email advertiser who can
promote his offer online.

He now came to you and pay you for email marketing work. Then,
you’ll write message telling people about the benefits of his
shoes, maybe you talk about the quality of the shoe, the price
reduction (discount you get) making his products different from
others.
And you now send it to people via their email addresses.

Now let’s talk about how we promote using email

marketing…Let’s say the components..

Email Campaign

Email campaign means sending messages to people about our

products or services in order to convince them to buy the product
or use our service.

In email campaign, you don’t have to necessarily own the lists by

yourself. It is something like ​Solo Ads.

For ex, when politicians wants to do a campaign at the times of

election…..You’ll see they’ll go out and talk to lots of people to
join their party and vote for them.

This is how email campaign is, they go out to ​convince. ​The

message you send out is a campaign, the ​convincing message.

What is Solo Ads?

Solo ads means paying people to send campaign to their
subscribers in order to promote our offer.

What does this mean?

It means, you as a product or service owner. You go ahead to find

an email marketer and tell him to send campaign about your offer
to his/her subscribers/lists.

What do I mean by offer?

I have been talking about this since the beginning… I mean using
this term since the start of this online tutorial.

If you check you dictionary, you will find different meanings for it.
BUT in online terms, offer used by marketers MEANS what you’re
simply selling….

It can either be a product or a service

Let’s talk about ​Product​ also.

Product - are the physical goods you’re selling to people.

And it’s of 2 types

We have:
1) Digital Products - e.g theme (you’ll understand this later),
software, ebook, course and so on…

2) Physical Products - e.g clothes, shoes, phones, laptops, cbd

(you’ll know this later), bags etc…

Services ​are what we render to people e.g barbing, tailoring,

website design, even marketing for people, a doctor render a
service, an accountant, banker, even a soldier lols… :-)

​
Now, let’s go back to ​solo ads…

In solo ads, most times, you don’t pay for the number of lists sent
to…you only pay for the amount of clicks and open rate..

What do we mean by this..? let’s talk about analytics to further

explain it.

Analytics

Analytics simply means the amount of clicks and open rate you
get from a campaign you sent out.
Meaning, how many people open it, click it, or convert.

Examples of analytics:

1. Open rate

2. Click rate

3. New clicks

4. Returning clicks

5. Bounce rate

6. Conversion rate

Now, let’s explain few of it or all……

Open rate is the amount or percentage of people who open the

campaign ​on the inbox when the campaign enters into thier
email.

Click rate is the amount of people who click on the message sent
to them on the inbox of their email.

New clicks are now, when you click on a very new message that
has just entered into your inbox…Something (a message) you
have never read before. New message which just entered.
CHECK YOUR EMAIL ACCOUT TO SEE WHAT I AM SAYING
IN PRACTICAL ASPECT. YOU’LL SEE WHAT I’M SAYING.

Returning Clicks are the messages you click and view which you
have already viewed before. You return there to click it
again..Hope that is clear…

Bounce rate are the percentage or amount of emails that are

bounced..meaning enters into the spam box..

Do you know spam box? Check your email…

Meaning it bounced back..

And their are many reasons which can cause this?

Some of the reasons why emails enters into spam box is because
of:

1. Too much of images in the content of the campaign

2. Too much of links

3. Capitalizing of subjects

We’ll talk more about this in future pages..

And we have 2 types of bounce rate

1. Soft bounce and 2. Hard bounce

We’ll talk more about these email marketing terminologies later in

front.

Conversion rate means the percentage or amount of people who

take the action we want them to take.

Say, we want them to just subscribe..when they do, that’s a

conversion.

The goal may be to subscribe and buy the product/service. If they

do, they have convert.

If they only subscribe and not buy, it doesn’t convert. Because the
goal is to buy. Not only subscribe, the goal determines the
conversion.

What are the requirements we need to setup an email

campaign?

1. Lists of subscribers

2. Content - this is composed of 3 things

- the subject
 - content body

- call to action, also called CTA

3. Template design - we have 3 types of template design for

email campaign.

- Plain text meaning you create message without adding any

images or design like you’re sending to your friends.

Imagine, you’re sending message to inform your friend about an

event, maybe a show.

You can just say

‘’Hey Tola,

The event will be coming up at 6pm today…I want to remind you

so you won’t forget.

Let us go so we can have a new experience.

See you’’

When you’re sending this kind of message to your friend, you

know you don’t have to design anything. Just like your friend. You
do this…

This method reduces or totally evict spam rate.

You know, there’s no image or causes to mark as spam.

 - Ready made template, meaning the one that is designed with
dummy images and texts, so you just edit to your own and send
out the campaign

- Designed from scratch, this is the one we called

coding..using programming languages like HTML, CSS or more

Coding/Programming is the fundamental of every digital

creation…let’s say ​a website.

There are 2 ways to design a website, either you use

programming languages like php, css, javascript, python etc or
you use CMS like wordPress, WIX, drupal, joomla, squarespace,
shopify or more..

But you see, all these CMS are even built with programming
languages. Even WordPress itself is coded.

Funny…
Everything is coding. That’s the beauty of email marketing. You
can see we’re touching different aspects online, even website,
chatbot and so on…

4. Email service provider/ email sender software

These are the things we need to setup an email campaign….you

might not understand some of the terminologies here, don’t worry
we’re still gonna talk about them.

Lists, Leads, Subscribers and Sign Up

Lists - means email addresses of people without any information

arranged in a document (doc) file. Either csv, excel file or any
other.

E. g ​[email protected]

Leads - means email addresses of people with their other

information like name, phone number, fax number, street
addresses, occupation, and so on arranged in a doc file.
Don’t be confused here, I want to explain something to
you….some buyers online, may want to confuse you…they’ll
actually want signup and they said leads/lists………..

And signup is harder, because it requires you to convince people

to put their information down into a form (webform). Imagine,
saying he wants 5,000 sign ups and want to pay $50..

Is that possible? Even if it is…it will take longer time and lots of
efforts/strategies to achieve. He should pay lots of money. Maybe
around $3000 :-)

Subscribers - means people who enters their information into a

webform either form page or landing page.

If you know a webform…like form page also called popup form.

Like you enter a website and something come up and you enter
your info, that’s a form and you’ve subscribed.

SignUp- Signup is when you subscribe into a webform and went

ahead to verify it in your email..

For ex, when you go to a new site…you wanna join them…

You’ll see something like ​JOIN or SIGN UP.

When you fill it and you join them…you’ve now become a sign up.
Can you now see, it’s harder to get lots than when a buyer says
he wants leads and wanna pay you $50 for all that……

:-)

Views, Visitors, Traffic and Audience

Views- means people who come to our websites, scroll down and
go through and don’t take any action.

They are called ‘’​ero-iworan’’ in Yoruba.

Visitors - means people who also come into our website without
taking any action..Just like views

Also, called viewers..So, you can hear some buyers say ‘’I want
2,000 viewers for my website’’

Traffic - means people who come into our website without taking
any action..

Just like viewers and visitors.

Note​: They may want to use this to convince you, just know that
they all meant the same thing.

Audience - Audience are the people who we’re targeting. They

either hear or don’t hear about what we’re doing and didn’t take
any action nor come to visit.

They are the ‘​’ero’’

In facebook ads, they called the general people we’re targeting

‘’audience’’. Meaning the general people.

Email Providers

Email providers are the companies which offer email services to

people basically for sending and receiving emails e.g

Gmail.com, yahoomail, yandexmail.com, mail.com, aol, olx,

outlook.com and so on..

Research more by yourself :-)

Email Service Providers

Email service providers are the companies are the companies

which offer email marketing activities to people. e.g for campaign,
newsletter, autoresponders, survey, workflow creation, form page,
squeeze page and so on..

F. G

GetResponse, MailChimp, Aweber, iContact.com,

ConstantContact, Bitrix24, ActiveCampaign and so on.

Email Sender Software

Email Sender Software means software we use for sending bulk

emails to large amount of subscribers at a time.

Do you know a software?

A software means a desktop application, any app that can be

used on a computer. Apps for computer.

Mobile apps are the apps for phones.

Some of these software include:

AB Bulk Mailer, SendBlaster, Email Jet, Atomic Mailer, Thunder

Mailer and so on..

You can research more by yourself…:-)

What is now the difference between ESS and ESP - Email Sender
Software and Email Service Provider

ESS requires money subscription for you to be able to use and

send campaign to a particular amount of subscribers..For
example, MailChimp is that one online buyers are familiar most, it
will cost you up to $59 to send to 20k lists. $259 to send to 100k.

BUT ESP like ABBulk Mailer has 2 packages Standard which is

$27 and another of around $36. It only costs this amount to send
to millions of people..

You compare the amount you’ll have to subscribe this one ESP,
to send to 1million or even 500k people.

It will cost much..See difference.

Newsletter

Newsletter is a continuous message sent to your subscribers,

either to provide new information, remind them of what you have
been sending before or pitch/sales letter.

Newsletter is like sending campaigns, but the difference is

that..campaign is a one-time message. When you create it, you
send it out immediately. But in newsletters, you can schedule it to
send to the subscribers later the next day, next 2 days, 3 days or
more at a specific time.

We can also call this an automated message. That is, we

automate the newsletter to go out without sending it manually
again after setup.

In the definition above, we talked about 3 key points; provide new

info, remind subscribers about what we’ve been sending before or
pitch letter.

Now, let’s go into that. Let’s break it evenly so we can

understand.

Pitch/Sales Letter

A pitch letter is a message sent to your subscribers which explain

details and benefits of your products or services in a way that will
make them want to buy.

It is only intended to sell. The purpose is mainly to convince them

to buy the product/service…

What are the requirements you need to create a newsletter

campaign:

1. Lists of subscribers
2. Content - (i) subject

(ii) body

(iii) call to action CTA

3. Template design - (i) Plain text

(ii) Ready made template (also called pre-designed template)

(iii) Designed from scratch (HTML Design) also known

as coding.

4. Email Service Provider/ Email Sender Software

I know by this time, most of these terms we’re using in email

marketing are not strange to you anymore…we’ve already
explained most of them in above training/ explanations.

Types of Newsletter

1. Informative newsletter

2. Pitch/Sales newsletter

3. RSS to Email newsletter or Blog newsletter

Informative Newsletter
This is the kind of message, sent to your subscribers to boost
your relationship by providing excellent informative letter which
educate them about their personal or business life. But this type
of letter is not intended to sell.

Informative newsletter will have details about the persons offer,

not benefits. But details, for example if that person is selling a
laptop…informative newsletter will have features like how big it is,
screen size, RAM, Hard disk capacity, battery capacity and so on.
It gives details about the offer or service. That’s why they call it
informative​.

Pitch/Sales Newsletter

This is a newsletter sent to your subscribers with the intention of

making a sale, by showing the benefits and features of your offer.

Steps to create sales letter

1. The subject must be more than ordinary. (excellent convincing

content)

2. The content will describe the following

(i) Benefits (ii) Features (iii) Why they should choose from you

3. The call to action must be powerful. For example

(i) Buy today and get 5% off or ignore and pay 5 times the price
next time.

(ii) Choose us and have the best quality, choose someone else
and pay the price of a waste of time.

We have already explained much about pitch letters above, it is a

newsletter that marketers create with the intention of getting
conversions from the receivers(subscribers).

Now, let’s move forward.

RSS To E-mail Newsletter OR Blog Newsletter

Blog newsletter means integrating your blog with an email service

provider which when anybody subscribe to the newsletter on your
blog, they automatically receive your new blog post.

Let me now clarify this :-)

I know there may be some difficult words that may be strange to

you.
RSS itself has 2 meanings - ONE is Really Simple Syndication
and the OTHER is Rich Site Summary.

Now, what is blog?

A blog is any website full of posts and articles. Hope this goes
straight?

For example, We all know that popular female blogger in Nigeria,

Miss Linda Ikeji.

She’s a blogger. And what her site does is post articles, news and
blogs about other people, events or organizations…

Although, sometimes we may have some sites which will have

blog page as one of the pages in the website.

If you check those pages very well…you will see it’ll be full of
posts and articles. That’s the purpose of a ​blog​.

Now, they said integrating of our blog to an email service

provider….we all know what that means…e.g getresponse,
mailchimp, aweber, icontact.

We integrate our blog website or blog page to our email service

provider, so when someone signup to our newsletter form on the
blog website, they start to automatically start to receive your new
blog posts.
 Autoresponder

Autoresponder messages is a series of follow-up messages which

can send itself to your subscribers anytime they opt-in without
been monitored after setup.

Hope this is clear?

In the definition, we talk about series of follow-up messages.

Meaning the content for this kind of campaigns are usually more
than 1. When content is more than 1, it becomes content series.

So, autoresponder is writing different contents and setting it up

automatically to send itself to your subscribers and also to new
subscribers who just joined (opt-in) to your list.

We can also call it ​email automation. B

​ UT note that, ​automation
itself is a ​term.

If a message is automated, it becomes an automated email not

autoresponder because autoresponders are usually series of
emails.

Follow-up means - reminding of subscribers what we have been

sending before…in order to convince them to convert.

What you need to setup an autoresponder:

1. Email service provider/ Email Sender Software which have

autoresponder features.
2. Content series (starting from 1- unlimited number of contents).

3. Plan and settings of your autoresponders (here we have: time

interval you want to include, the days you don’t want to send etc).

Now, we’ve covered the major parts we need to learn about email
marketing.

Let’s stop from there, tomorrow we talk about the terminologies in

email marketing, how to write content, ways to generate
leads/lists. The theory aspect before going to practical aspect.

Bye,

Have a good day.